Jasper Grows Organic Sessions 415% and Blog-Attributed Product Signups 121X in 1 year
A case study with Austin Distel, Senior Director of Marketing
“We get reports every other week on how the blog is doing and the results have been incredible. We've published over 100 articles which has also directly led to new business. We've created over $1M in annual recurring revenue through our blog.”Austin DistelSenior Director of Marketing
Jasper is an artificial intelligence writing tool that helps you write content faster. Their community of users are fanatics about the product (they’ve even gotten the logo tattooed) and includes people from companies like Google, Airbnb, IBM, and more.
The Challenge: Build and scale a content program with few resources.
The Jasper team in 2021 was 14 people strong, and Austin was a marketing team of one. Despite that, he was determined to build and scale a content program to drive organic traffic and user growth.
He knew the personas and use cases deeply but needed support turning that knowledge into content that would bring in traffic that turned into users.
Jasper was also migrating their website from jarvis.ai to jasper.ai in January 2022, which meant organic traffic was at risk. The team wanted to maintain and grow their organic traffic through this migration.
In 2021, Austin and the Jasper team wanted to generate product signups, trials, and customers through content. They wanted to reduce their reliance on a sales team by turning content into a growth channel.
That meant growing organic traffic by producing product-led content based on their key personas and targeting topics and keywords focused on product use cases.
They had produced some content focused on these use cases but wanted to amp it up and build a content machine. This content would support user acquisition when they launched their free product.
Austin and the Jasper team knew they had to find a partner to help the team hit the ground running on content.
They chose Omniscient Digital as their content and SEO partner based on our expertise in B2B software.
Omniscient Digital worked with Jasper in two strategic phases to align the content program with the overall business goals. The first of which was driving relevant, top-of-funnel traffic. The second was producing content to capture visitors further along in their buying journey using product-led content.
Developing the full-funnel content strategy included competitive analysis, content gap analysis, an audit of existing content for update opportunities, and keyword discovery—all to uncover new, relevant ranking opportunities.
After developing the strategy, Omniscient Digital implemented a full-service content production process. This included publishing new content, building valuable links (minimum domain rating of 50), and improving Jasper’s domain authority post migration.
The content strategy (and execution of it) proved successful. Jasper significantly grew organic blog sessions and has begun turning content into a growth channel for user acquisition and revenue.
In that time—despite the website domain migration in January 2022—organic blog sessions grew 415%.
Going beyond traffic, product signups from the blog grew 121X.
The Jasper team had a 1 day conversion window to attribute registrations to the blog.
The median time it took for users to sign up after reading the blog was 1 minute and 53 seconds.
This demonstrated that the content strategy meant to convert users had succeeded.
Furthermore the conversion rate from visiting the blog to signing up for the product aligned with the content strategy. The first phase was focused on building top of funnel traffic which saw conversion rates remain flat.
In the second phase (focused on producing bottom-of-funnel content) we can see the blog-to-registration conversion rate increased to as high as 6%.
Typically when you increase traffic, the conversion rate goes down because not all the traffic is high quality. In this case, we see that the traffic had high conversion intent.
What does this all mean for revenue?
It doesn’t matter if the blog drives user signups if those users don’t use the product or don’t become paying customers.
Those registrations attributed to the blog eventually upgraded into paying customers.
Those purchases resulted in new MRR that continues to compound each month.
Jasper continues to see content and organic traffic drive product signups and revenue.
Let’s find out how we can help you turn content into a growth channel.
Let’s work together
We’ve helped other B2B software businesses grow through content marketing. Wondering if we can do the same for you?
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